Google Analytics GDPR Policy Update – What You Need To Know

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two men discussing gdpr

Google Analytics GDPR Policy Update – What You Need To Know

two businessmen discussing GDPR

Google Analytics Make Changes Ready For GDPR

If you live in the EU, you have been affected in someway by the GDPR (General Data Protection Regulation) storm hitting the continent on the 25th of May. If you need a reminder on what GDPR is penalising, here is a brief explanation: ‘Hoarding personal data without reason, passing it on to third parties or allowing it to fall into the hands of others through negligence.’

This is why you have been receiving emails from businesses asking you to review their new privacy policies. Whilst it may seem unnecessary to some, GDPR is making the overall user experience more secure.

In order to protect its users data, Google Analytics have updated their data retention controls, which will affect some marketers starting on May 25th. The new controls allow you to set the amount of time that Google Analytics stores user-level and event-level data before it is deleted from their servers.

In order to review and select which data retention control suits you best, complete the following steps:

  1.  Sign into Google Analytics
  1. Select Admin
  1. Select Property > Tracking Info > Data Retention
  1. Under User-data retention, select your retention period
  1. Reset on new activity – Turn the switch on or off

After the 25th of May (GDPR)

When GDPR takes affect, so does the new data retention setting.

  • User and event data that is older than your set retention setting will be permanently deleted and no longer available to view in Google Analytics.
  • Deletion will affect the use of segmentation, some custom reports and secondary dimensions when applied in date ranges older than your retention setting.
  • Reports based on aggregated data will not be affected.

It is important you add the new Google Data Retention controls to your privacy policy. This will allow your customers to feel safer by using your service.


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